Pelikan Artline

THE BRIEF

Pelikan approach the Zoo Group team with a need to launch a new range of pens and markers, that are specifically targeted towards Gen Z (young people aged 15 to 25) throughout Australia. The key components were to be able to launch the product in such a way as to appeal, but not condescend to the audience. Zoo Group had to find a way to appeal to an age group which experiences vast differences in needs and expectations at the entry, and exit points of the age bracket.

WHAT WE DID
Brand activation
Social media campaign
Design
Illustration

THE STRATEGY

Using the influence of music festivals, ‘cool’ Instagram artists and musicians with large followings, our idea was to install large ‘blank’ posters at selected music festivals and encourage the attending youth to express their feelings in any creative manner they chose, using a new Artline Supreme markers. We used a film crew to capture content at the festivals, showing festival goers sharing drawings and scribblings. This content was then pushed live on social channels.

THE EFFECT

Over 800,000 views social content videos on Instagram over two months with 1,522,426 Facebook and Instagram Impressions combined. Artline’s Facebook Page ‘Likes’ increased by 5,305. The creative variations meant that the campaign stayed fresh and we were able to optimise versions on social throughout the campaign. Ongoing optimisations yielded a 45% incremental gain from start of campaign.